CORPORATE IDENTITY, BRAND CREATION

ST PANCRAS INTERNATIONAL

CHALLENGE

Historic, iconic landmarks speak for themselves. Branding must integrate and modernise, with a respectful nod to the past.

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St Pancras is a heady mix of old and new, with the glittering glass arch nestling alongside the original, magnificent façade. A dramatically visual experience required a simple, respectful logo.

SOLUTION

Clean, bold lettering features a gothic ‘t’ and detail diamond, which echoes the diamonds on the original station clock.

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The sky-blue palette features Barlow Blue, named after William Barlow. It was intended to “blend with the heavens” and make St Pancras appear “open to the universe”. Appropriate aspirations for a station restaged as a destination brand.

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LM branded Europe’s longest champagne bar which runs parallel to the tracks, alongside a brasserie, gastropub, farmers’ market and numerous meeting points. Hence the rallying cry “Meet me at StP”.